"But news outlets are still expecting people to care about them – even after years of evidence against this proposition. Unless you’ve got millions to spend on strong brand campaigns, clinging to this ideal feels like the wrong move. Instead, a better fixation on emerging technologies, and the way people use them, will stand media in a better place than simply fighting for diminishing returns. Only then will the media stand a chance of making the masses come to them and stay. Because the product knows (and grows) with them, it’s impossible for them to leave it. I’ve said it before and I’ll say it again: Serve the reader, not the business model."